Title: Impulsive buying in Vietnamese mobile commerce: from the perspective of the S-O-R model

Authors: Thanh-Binh Phung; Thanh Tung On; Doan Viet Phuong Nguyen

Addresses: University of Economics and Law, No. 669, Highway 1, Quarter 3, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City, Vietnam; Vietnam National University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam ' Ho Chi Minh City Open University, 35-37 Ho Hao Hon Street, District 1, Ho Chi Minh City, Vietnam ' University of Economics and Law, No. 669, Highway 1, Quarter 3, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City, Vietnam; Vietnam National University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam

Abstract: Vietnam is a fast-expanding country with tremendous potential for the mobile commerce (m-commerce) industry. From the stimulus-organism-response (S-O-R) approach, the study utilises the structural equation modelling to analyse the impact of various types of stimuli, including the platforms' review quality, observational learning, visual appeal, and price discount to create the impact that influences customers to buy impulsively. The result demonstrates the positive effects of the mentioned stimuli on customers' cognition and affection reaction, including perceived usefulness and positive emotions, which subsequently affect their mental state by forming an urge to buy impulsively.

Keywords: SOR; mobile commerce; impulse buying; perceived usefulness; positive emotions; review quality; observational learning; visual appeal; discount price.

DOI: 10.1504/IJEB.2023.130164

International Journal of Electronic Business, 2023 Vol.18 No.2, pp.226 - 248

Received: 02 Jun 2022
Accepted: 16 Dec 2022
Published online: 05 Apr 2023 *

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